Traditionally, for a usability study, representative users are recruited and scheduled in advance. Recruiting representative users is difficult and expensive for a B2B site with a narrowly targeted audience. Also, since I was specifically interested in the content on the website, I wanted to ensure engagement. To do this, I opted for recruiting people who were using our website and running a test with them right then and there, during their visit to the site–that is, run a live-intercept study. This ensured that they were: 1) interested in the information on our website, and 2) actual users of our website.